Media Influence on Modern Family Planning: Knowledge, Attitudes and Practices among Female Civil Servants in Anambra State, Nigeria

Mass media (electronic media) are veritable and indispensable institutions in any health intervention campaign, because they are not only gifted with the powers of wide reach but they break language barriers for sufficient mobilisation, education and sensitisation of the populace. This is a study which assessed the knowledge, attitudes, behaviours, and practices of modern family planning methods among female civil servants of reproductive age in Anambra State. The background of the study is based on maternal and child health promotion, which is anchored on the MFGs and the SDGs. The study is anchored on the Diffusion of Innovation (DOI) theory, and aimed at finding out the proportion of the respondents who are aware of family planning campaign of the health watch magazine programme, ascertaining if the respondents who are aware of the health intervention of the family planning use contraceptives, and finding out if the attitude of the respondents towards family planning. The paper adopted a qualitative survey approach, using the Focus Group Discussion (FGD), and drew a sample of 45 respondents from the population of the study. Three FGD sessions were held for the study at Onitsha North, Awka South, and Nnewi North Local Government Areas of Anambra State. The interview guide was the research instrument, while the explanation-building technique was the method of data presentation. Results obtained revealed that there are significant correlations between the broadcast media campaign on family planning and the level of awareness of the family planning practices among the respondents. Again, results revealed that there is a significant positive relationship between broadcast media campaigns and the practice of family planning among the respondents. There is a significant positive influence on the number of children by the respondents as a result of the broadcast media campaign on family planning. The paper recommended that the Mass media campaign for the health programmes should be reinforced and complemented with other engagement communication paradigms for policy objectives to be achieved.